Royal Brewery New Orleans, meanwhile, could not be farther from the beaten path of local tourism. It opened last year by the Industrial Canal in New Orleans East. But this brewery has carefully cultivated a sideline in tours and found people eager to seek them out.
Royal Brewery offers tours by appointment only, and these are usually led by co-founder Raymond Pumilia, a burly, bearded, funny presence who fills the metal building with tales of building a modern beer business from scratch. The tours are pitched and priced as package deals, with beer samples at the tap room and merchandise to bring home.
“We try to package it no different from the way you’d package a swamp tour,” said co-founder Mandy Pumilia. “Because of where we are, it has to be an experience, a destination.”